The secrets behind successful video content marketing
By now, there’s a good chance that you’ve heard of content marketing. This marketing tactic helps organizations attract, engage, and delight customers and prospects by delivering quality content that provides value for everyone who experiences it. As with any new marketing craze, you may be wondering, does this strategy really have staying power? The short answer: Yes.
Among the many formats of content marketing there is one in particular that provides the most durable and lasting impressions on the audience, and that is video content. There are several different forms of video content marketing and each serves its own purpose within the context of a well-planned marketing campaign.
Section 1: Content Marketing Video Types
A product video is one that explains and visually exhibits a product’s tangible benefits. Many product videos tend to emphasize a product’s unique features, but one chief thing that truly differentiates a good product video is its ability to exhibit how it solves problems.
Generally, a good product video contains the following elements:
- Engaging dialogue and narration
- Long enough to fully explain the product and its benefits, but short enough to keep the viewer’s attention
- Professionalism, without being “stuffy”
- Empathy and relatability
Here’s a link to one of the most successful product videos of all time, with over 25,000,000 views on YouTube alone.
Call it social proof, crowd psychology, mob mentality or all three: When we see other people using a product, we’re more likely to see ourselves using that product too. Research shows that consumer testimonial videos tap into that desire in a powerful way. Successful video marketers rate video testimonials as their most effective content form. In fact, customer testimonials are twice as effective as case studies. When customers tell their own stories instead of the brand tooting its own horn, it makes a difference. Here’s a link to a great testimonial video for Freshbooks,
At the top of every marketing funnel is the branding film. The purpose of a brand film is to acquaint the audience with the values, visions, and ultimately the core of the brand. Organizations can communicate their brand values using visuals, sounds and storytelling in a way that would be impossible through any other medium. Branding films serve one main purpose and that is to generate an emotional response that will be directly associated with the brand, company, or organization that the video is promoting. Here’s a link to a classic, simple but honest, branding video,
Event Based Videos
Any type of corporate or organization event can be recorded and used either instantly via web streaming or used after the event to continue the events message. Trade show presentations, professional panels, company parties, employee recognition events, and training / instructional sessions can all be recorded, edited, and repackaged to spread the impact of the event far beyond the original venue.
Web streaming, once a very expensive endeavor, can now be accomplished within reasonable budgets and can create a closer connection with the viewer as it is being shown live at a specific date and time, creating a higher perceived value than a pre-recorded event. Not all viewers can or want to attend the entire event so recorded and edited video events can provide a short overview or highlight video of the event for those who were not able to attend and do not wish to see the entire event. Generally, event videos can be crafted in many different ways to meet any objective of the overall marketing program.
In 2018 Creator House Media covered the WeWork SXSW Event in Austin, Texas.
Here’s the link to our video recap.
Direct Advertising Videos
Any of the aforementioned video types may be repurposed in whole or in part as a video advertisement for platforms such a Facebook, YouTube, or a targeted website.
As the attention span of an online viewer is generally less than 10 seconds most video ads are smaller chunks or “bites” of longer videos.
These are the most important characteristics of a successful video ad.
1) It’s visual.
Video content is not only treated more favorably in the Facebook algorithm, but it’s also more likely to be shared and remembered than written content. No matter what type of ad you create, your video needs to be visually appealing.
2) It’s relevant.
Relevance is critical for success when using video advertising. Remember, you are spending money when someone views or clicks on your ad. If you’re showing ads that aren’t relevant to your target audience, you’re wasting your time and money and will likely not see success with this kind of advertising.
Facebook employs a feature in the Facebook advertising platform that rates your ads and gives you a relevancy score, similar to Ad Rank in Google AdWords. The more relevant your ad and destination page is to your audience, the higher your score is — and the more favorable Facebook will treat your ads.
3) It includes an enticing value proposition.
A value proposition tells the reader why they should click on your ad to learn more about your product. How is your product or service different from any other? Why should the viewer click on your ad to see your website?
Your value proposition should be believable. For example, saying you have the greatest sandwiches in the world will not make people come to your business’s Page, but maybe offering 20% off will. Or, perhaps adding social proof will help — something like, “Sandwiches loved by over one million people every year! Come try yours today and get 20% off your order with this coupon.”
4) It has a clear call-to-action.
A beautiful and relevant ad is great, but without a call-to-action (CTA), your viewer might not know what to do next. Add a CTA like “Buy now and save X%,” or “Offer ends soon” and add a sense of urgency to your viewer. Your CTA should encourage people to click on your ad now.
Slowly, more and more businesses have started to embrace vlogging as part of a larger overall content marketing plan. One of the most popular vlogs in the marketing world is DailyVee by Gary Vaynerchuk, who is also a client of Creator House Media. In DailyVee episodes, Gary documents what he does every day at work, and shares it with his audience.
Instead of trying to come up with brand new content to create for your business, you could document your journey through a vlog. For example, GrooveHQ documented their journey to building a $100k / month software company. Even though they did it through blogging, the same idea still applies — you can share your company’s journey through the medium where you feel most comfortable. Vlogging is a great medium to share a daily journey because of how intimate it is and how easy it is to build a relationship with your audience.
Section 2: Why Video Marketing Works
There are several reasons why video is unique in the crowded content marketing environment.
Video Builds Trust
Trust is the foundation of conversions and sales. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them with interesting, useful, and entertaining content.
Google Loves Videos
Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. Because Google owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
Video Appeals to Mobile Users
Video and mobile go hand in hand. 90% of consumers watch videos on their mobile phones. From Q3 of 2013, mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year and the video audience keeps getting bigger and bigger.
Video Marketing Can Explain Everything
Are you launching a new product or a service? Create a video to show how it works. 98% of users say they’ve watched an explainer video to learn more about a product or service. That is why 45% of businesses who use video marketing said that they have an explainer video on their homepage. Of those businesses, 83% said that their homepage explainer video was effective.
Video Engages Even the Laziest Buyers
Video is a great tool for learning, but it’s also super easy to consume. Today’s life is too busy to have time to read long product descriptions or dig deep into service explanations. The modern customer wants to see the product in action. Video preference is one of the most important driving forces of using video in your content marketing.
Section 3: Creating Content
While items such as daily social media posting, vlog creation, and the occasional Facebook live event can be managed from within the organization, it is best to contract with professional video production companies for branding, advertising, testimonial, and event based video productions.
While it is tempting for the marketing professional to simply use the advanced technical capabilities of current smartphone cameras and the low-cost video editing capabilities of some readily available software to create videos, the reality is that it is difficult to replace the experience and skill of a trained producer, director, videographer and editor. Also involved in the professional production process are scriptwriters, location scouts, lighting technicians, and sound recording engineers, all of whom contribute to the polished look, feel, and sound that a professional organization wants to convey to its audience.
Creator House Media provides a range of production services and collaborates with clients on many different levels from ala carte camera and editing services to turnkey production management and advertising placement services.
Section 4: Conclusion — Video Marketing By The Numbers
Not convinced video marketing is the way of the future? Here are a few statistics to help you understand exactly how popular video marketing has become in recent years, according to news shared by HubSpot:
- Video is projected to claim more than 80% of all web traffic by 2019.
- Adding a video to marketing emails can boost click-through rates by 200-300%.
- Embedding videos in landing pages can increase conversion rates by 80%.
- 90% of customers report that product videos help them make purchasing decisions.
- According to YouTube, mobile video consumption grows by 100% every year.
- 64% of customers are more likely to buy a product online after watching a video about it.
- 87% of online marketers are currently using video content in their digital marketing strategies.
- A third of all the time people spend online is dedicated to watching videos.
- Video ads now account for more than 35% of all ad spending online.
- 59% of company decision makers would rather watch a video than read an article or blog post.
- Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.
We hope that this blog has convinced you to incorporate video content into your marketing plans. We at Creator House Media look forward to hearing from you and partnering with you on all of your content marketing plans.